Innovation and Marketing in the Video Game Industry
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- ISBN 9780566091674
- Weight: 453g
- Dimensions: 174 x 246mm
- Publication Date: 28 Jun 2010
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better innovation strategies and successfully bring new products to market.
The book shows how some video game companies have used radical innovations to attract new customers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. The authors compare product features, marketing strategies, and the supply chain to help better understand this valuable industry.
David Wesley is a Research Manager at Northeastern University's College of Business Administration in Boston.
Gloria Barczak is Professor and Chair of the marketing department at Northeastern University and former director of the Executive MBA program.
